NRL / 2025
Showing NRL the PNG Spirit
Overview
Papua New Guinea’s new NRL team needed a name and identity. The challenge was to inspire national participation and pride, turning a blank jersey into a symbol everyone could own and shape.
Our Services Used:
Strategy
Navigate complexity and unlock growth with future-ready strategy.
Creative & Design
Bold ideas, beautifully crafted-creativity that drives real results.
Digital
CX, SEO/SEM, websites, apps, and performance media that drive growth.
Production
End-to-end content creation delivered with precision, speed, and creative excellence.
Social
Spark engagement and build vibrant communities with data-driven social solutions.
Media
Maximise impact with agile, targeted media strategies and transparent results.
Our Solution
We launched a multi-channel campaign centred around the concept “Your Team Name Here”, using a blank jersey as a powerful visual metaphor. The campaign invited every Papua New Guinean to submit their ideas, making the team’s identity a true community creation.
Results
Massive engagement across social, press, radio, and outdoor channels.
Celebrity ambassadors (David Mead, Edwin Ipape, Justin Olam) amplified the campaign’s reach and credibility.
Thousands of name submissions via website, ballot boxes, and street activations.
Strong national pride and media coverage, with fans and communities actively shaping the team’s future.
There were 11,020 on Facebook (combining comments, message etc…) + 16,771 Team name submitted on the website.
Total submissions = 27,791
By making the team’s identity a public canvas, the campaign fostered genuine ownership, pride, and participation—setting a new benchmark for sports engagement in PNG.
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